Travel retailer ARI has unveiled its new strategic brand framework, including a contemporary new brand identity and brand expression, Joy On Your Way.<\/p>\n
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The culmination of over 18 months of strategic development, the new ARI brand creates a further point of difference for the pioneering travel retailer. It demonstrates a unique brand proposition that has not been seen before in the industry, harnessing the power of human connection across all aspects of the business.<\/p>\n
ARI is firmly recommitting to its vision of being the world\u2019s favourite airport retailer and partner of choice. Building on a unique heritage spanning over 75 years, ARI is now evolving its proposition for future success and underpinning its ambitious growth plans with these solid strategic foundations. It is much more than simply a logo change.<\/p>\n
This refreshed and revitalised brand marries ARI\u2019s strategic ambitions, vision, mission and Customer Value Proposition. It delivers clarity, cohesion and consistency across all brand activities and aligns internal and external perceptions of the brand. Importantly, it also provides ARI\u2019s teams with a clear charter of what the brand \u2013 and by extension, the business \u2013 stands for.<\/p>\n
A crucial element in building this new brand framework involved distilling and defining ARI\u2019s unique brand characteristics, values and behaviours. With ARI\u2019s People Values as its bedrock, the new brand framework was developed to define and align ARI\u2019s brand values and behaviours, which collectively deliver on the business\u2019s vision of being the world\u2019s favourite airport retailer and partner of choice.<\/p>\n
Through extensive stakeholder and customer research, with collaboration and support across the business, ARI worked on deciphering the \u201csecret sauce\u201d and uniqueness that makes it the company that people want to do business with. And it turns out that the now-not-so-secret ingredient is Joy.<\/p>\n
Joy is a fundamental, universal feeling that transcends cultures and borders. Joy is spread through human connection, from unexpected surprises to bringing a smile to someone\u2019s face. Joy is a feeling associated with travel, exploration and retail. And joy is what ARI is committed to delivering.<\/p>\n
Visually, ARI\u2019s new brand is dynamic and energetic, bold and confident \u2013 reflective of a modern progressive travel retailer with ambitious growth plans. The new logo has been carefully crafted to create a subtle sense of movement, while the new primary colour palette, which includes a new core red, features a contemporary gradient to add vibrancy and energy.<\/p>\n